The document discusses potential avenues for Mint.com to generate revenue while maintaining customer trust and a positive user experience. It proposes: 1. Leveraging Mint's large user base and transaction data to provide personalized recommendations and suggestions to users, with Mint earning commissions from financial institutions for qualified leads. 2. Segmenting and profiling users to target recommendations for high-value products like health insurance, mutual funds, and home loans to high-income users. 3. Integrating real estate search and home listing content to suggest suitable housing options to users predicted to be in the market for a home based on financial patterns. Revenue would come from real estate listing services. Maintaining user permission and anonymity would be important for

1. AVENUES FOR
REVENUE

2. 2
About this
session
AGENDA
About Me
Products
that I’m
proud of
Mint.com
Analysis
Ideas for
Revenue
Q & A
15 Minutes 10 Minutes 15 Minutes 30 Minutes 20 Minutes

3. Section 01 – About Me/
LET ME TALK ABOUT
WHO I AM

4. 4
SATHISH BALAKRISHNAN
Internet Entrepreneur / Product Manager
An experienced Product Manager and Internet Entrepreneur with more than 11 years of experience in product
management and building new businesses from ground up in the consumer internet space. Passionate about
understanding consumer behavior and building products that drive engagement and revenues. Have been in
the internet product space for the whole of my career.
I have co-founded two companies in the e-commerce space and have been responsible for the entire products
portfolio that have seen significant user traction with limited resources.

5. 5
SATHISH BALAKRISHNAN
• Graduated from NIT Durgapur – Class of 2003
• Sutherland Global Services – Returns Management & Analytics for Amazon.com
• R Systems International Ltd – A SaaS product for Supply Chain Management
• Jumadi.in – Co-founder, acquired by Via.com
• Via.com – Built the Deals products & Via from ground up & scaled to 750,000 users
• Sociorent.com – Co-founder, funded by Via.com, 15000 Paying Customers, Shut Down
• TripFactory.com – Product & Marketing

6. Section 02 – Products
THE PRODUCTS THAT I’M
PROUD OF

7. 7
Jumadi.in
Horizontal e-commerce
company selling Books,
Media, Electronics to
end consumers
Single Page Check-out
Reduced Ordering time by 4-5
Seconds & resulted in 19% growth
B2B Pivot
SaaS Product
Run Rate of 6 Crores a year
PRODUCTS
04
2
Collaborative Filtering
Data Mining & Predictive Analytics
Recommendations & Predictions

8. 8
Sociorent.com
Textbook Rental for
Engineering Students &
Sociostreet.com, an online
classifieds for student only
products
50,000 DAV
Leveraging Social Media Pages
to reach out at low costs
Sociostreet.com
First marketplace for students. 20000
Products listed in the first month
All in 6 Months
15000 Paying Customers
60 Campus Ambassadors
02
06
PRODUCTS

9. Section 03 – Mint.com
MINT – BUSINESS MODEL

10. 10
Connect All
Accounts
16000 Financial
Institutions
PFM &
Tracking
Tracking of Accounts,
Expenses at one place
Goal Setting &
Recommendations
Can set personal goals
and be on track
Open Accounts,
Insurance etc.
Linked with all the
financial institutions
Handle money
wisely & win
Helps feel good about
the finances
Section 3:
Mint.com
Your financial life, all in one place
Mint pulls all your financial accounts into one place. Set a budget, track your goals and do more
with your money, for free!

11. 11
Section 3:
Mint.com
Revenue Model of Mint.com
From Mint.com
Mint makes unbiased recommendations
for ways you can save on things like
credit cards, home loans, and insurance.
Sometimes we get paid a small fee
when you switch to a new bank or
company, which helps
keep our basic service free.

12. 12
Mint.com User Growth
2007
500,000 Users
2009
1.7 Million
2011
10 Million
2013
15 Million+
DAU: 2.5 Million
MAU: 80 Million
C & D: $100 B
L & A: $ 1 Trillion
Revenue
Generation

13. 13
Revenue
Generation
Competitive Landscape
90% of the competitors have adopted the Freemium Model.

14. Section 04 – Revenue
EXPLORING REVENUE
OPPORTUNITIES

15. 15
THE PROBLEM
Section 4- Revenue
Generation
Mint.com is a Personal Finance Management Product from Intuit. It’s being loved and used
by over 15 million customers.
However, Mint.com is FREE. As a Product Manager for Mint, what can be the 2-3 avenues
for Revenue Generation. Which one do you recommend and Why?

16. 16
Core Value Proposition
Customer Trust
Web & Mobile Apps
Section 4 -Revenue
Generation
The Challenges
Product Experience
Financial Institutions
Financial Institutions
Core Value Proposition
Customer Trust
Web & Mobile Apps
To come up with a feature that
creates value to the end users,
that leverages technological
advancements and the current
user base and be a potential
source of revenue generation.
The most important framework
that we need to operate under
is to NOT disturb the status quo
in the short run and to NOT
disturb the Product Experience
and Value Proposition to the
end users in any way.

17. 17
How to leverage the potential of 15 Million Users and about a Trillion USD of Assets
tracked to generate revenues?
Section 4-Revenue
Generation

18. 18
Section 4-Revenue
Generation
DATA MINING & USER SEGMENTATION
The Cohort Analysis:
Married Men in the age group of
35 – 44, living in Palo Alto, CA,
having children, earning above
75000 USD per year
People having disposable income
of over 10000 USD per month

19. 19
Section 4-Revenue
Generation
Profiling Similar Users
Mining Cohort Behavior
Bob, a 35 year old Engineer in Palo Alto earns about
USD 100.000 per year. He’s married and has a 2 year
old kid.
Bob has signed up for a medical insurance
Bob invests USD 1000 per month in RD Accounts
Bob spends about 45% of income & saves the rest
Bob has just made a loan application to buy a home

20. 20
Section 4-Revenue
Generation
MAP THE ENTIRE NETWORK

21. Sophie Lawson
Your Transactions Where Do You Stand?
Savings 78%
Spending 56%
Expenses on Food 91%
Income Standard 69%
Mutual Funds 60%
View Detailed Report
Section 4-Revenue
Generation
Transaction 1
Transaction 2
Transaction 3
Transaction 4
Transaction 5
Transaction 6

22. Recommendation
Plan
$1.99
Per month
Detailed Analytics
Relevant Suggestions
Achieve Goals Faster
Cancel anytime
Sign-Up Now

23. 23
SUGGESTIONS TO USERS
45% 68%
45% of people like you have
taken a health insurance this
year. Don’t feel left behind.
Apply Now.
Section 4-Revenue
Generation
68% of people like you have
spent less on eating out, the
average being 7%. Set a goal
now.

24. 24
Section 4-Revenue
Generation
RECOMMENDATIONS
39% of people like you
have invested in
Oppenheimer Mutual
Funds and have earned a
returns of 14% YoY for the
last 2 years.
Switch your funds now.
24% of people like you
have applied for a home
loan financing in the last 18
Months.
Fill your form now.

25. Section 4-Revenue
Generation

26. 26
Section 4-Revenue
Generation
TAKING TO MARKET
UNLOCK USER
VALUE
Blogs
Footer in Alerts Flash Messages
PR
In-App Ads
01
02
03
04
Mailers
In-site messages
Footer in alerts
PR & Blogs
Social Media
05 Social Media

27. 27
THE TARGET SEGMENT & REVENUES
Target Audience
Target Market Size
Target Conversion (1
Month)
3 Months
6 Months
1 Year
High Income Group
1% of the TA. 50,000
Users. 100K in revenue
30% of the TA. 1.5 Mn
Users. 3 Million
Revenue
Power Users
10% of the TA. 500K
Users. 1 Mm Revenue
Section 4-Revenue
Generation
25% of the user base ~
5 Million Users
50% of the TA, 12.5% of the Total
User Base (assumed at the same
levels). Revenue of 5 Mn per
month & 60 Mn Run Rate
Ancillary Revenue: Enhanced Commissions from Financial Institutions for highly qualified leads & volumes.

28. 28
COSTS INVOLVED
Design & Dev Marketing Hosting Overheads
Section 4-Revenue
Generation

29. 29
HOW DO WE GO?
Step 1
Data Collection &
Market Validation
Step 2
Fix Timelines &
Budgets
Step 3
Dev, Testing, MVP &
Closed Beta
Step 4
Launch
Section 4-Revenue
Generation

30. 30
Section 4-Revenue
Generation
PRE-REQUISITE
Users have to be sought permission to user their data anonymously for research and profiling
purposes.
How Mint.com Turned 2 Million Users Into A Living Snapshot Of The Economic Recovery
http://www.businessinsider.com/mintcom-uses-big-data-to-track-consumer-spending-2013-7#ixzz3Lt08dD00

31. Section 4.1 – Revenue Generation
POSSIBLE AVENUE 2

32. 32
Section 4-Revenue
Generation
TAP THE REAL ESTATE POTENTIAL
5 Million Homes are sold in the US every year. Help relevant Mint user with relevant home suggestion

33. 33
THE APPROACH
Relevance
Scoring
Content & Execution
Data Analysis
Section 4-Revenue
Generation

34. 34
Section 4-Revenue
Generation
RELEVANCE
Suggest Homes that are in his/her locality,
considering the budget, family size, area
frendliness etc,.
68% Option A
24% Option B
52% Option A
16% Option B
Predict who is planning to buy
a house:
People with substantial
disposable income
People who have applied for
Home Loans
Sudden deviation in spending
behavior with focus on
savings

35. 35
Section 4-Revenue
Generation
REAL ESTATE CONTENT
Integrations with:

36. 36
ALL PIECES FIXED. MINT SHALL CONTINUE TO BE NO. 1
01
02
03

37. 37
OTHER THOUGHTS
Recurring Billers & other
utility bills can b e enabled
to pay through Mint
Upload cash receipts &
offline bills

38. 38
Thank You!